Asheen Heranga Hettiarachchi Maha Hettiarachchige

Highly skilled researcher with a Ph.D. In Business from the University of Cagliari, Italy, specializing in consumer behavior, virtual influencers, and negative events in marketing. My research bridges academic inquiry and practical applications, focusing on understanding consumer dynamics and responses to evolving marketing challenges. I have published in high-impact journals such as BusIness Horizons and have presented my work at leading international conferences, showcasing my ability to contribute to the advancement of knowledge in my field. My academic journey also includes a visiting doctoral traineeship at Corvinus University of Budapest, where I collaborated on impactful research projects. Passionate about research, teaching, and mentoring, I bring innovative, interdisciplinary, and student-centered approaches to academic instruction and scholarship.

Visiting Lecturer
Institute of Politics, Sri Lanka
March 2022 – February 2023

• Delivered lectures on International Economic Trends, integrating theory with real-world applications to foster critical thinking.
• Encouraged active learning through case studies, simulations, and interactive discussions.
• Designed and graded diverse assessments, ensuring fair evaluation and constructive feedback.
• Mentored students, inspiring engagement with global economic policy and trends.

• Hettiarachchi Maha Hettiarachchige, A. H., Cabiddu, F., & Moi, L. (2024). Preparing for the inevitable: Strategically navigating negative publicity in the contemporary business landscape. Business Horizons. https://doi.org/10.1016/j.bushor.2024.10.010
• Hettiarachchi Maha Hettiarachchige, A. H., Cabiddu, F., & Moi, L. (2023). Unveiling the dark side of marketing: A systematic literature review of negative publicity. In Proceedings of the 2023 AMA Summer Academic Conference: A World Disrupted: Marketing's Role in Understanding, Adapting, and Transforming the Business Ecosystem (Vol. 34, pp. 103–106). American Marketing Association. ISBN 978-0-87757-017-2
• Hettiarachchi Maha Hettiarachchige, A. H., Cabiddu, F., Frau, M., & Moi, L. (2023). Controversies in online brand communities: A multifaceted story. In Resilient Marketing - Responses to Everchanging Challenges: Proceedings of the 29th International Conference of the Hungarian Association for the Education and Research in Marketing (EMOK) (p. 10). Association for Marketing Education and Research.

Visiting Doctoral Research Trainee
Corvinus University of Budapest, Hungary
April 2023 – November 2023

• Conducted research on consumer responses to virtual influencers in collaboration with Professor Dr. Tamara Keszey and Dr. Moreno Frau.
• Presented findings at the 29th International Conference of the Hungarian Association for the Education and Research in Marketing (EMOK).
• Contributed to a paper currently being finalized for submission to the Journal of the Academy of Marketing Science.

Participant, Qualitative Methods Training
SIMA-SIM-BAM Summer School, Siena, Italy
July 2022

• Gained advanced training in qualitative research techniques, including Netnography, Advanced Interviewing, Reflexivity, and the Gioia Methodology.
• Enhanced skills in ethnographic and qualitative approaches for consumer research, contributing to the refinement of ongoing academic projects.
• Collaborated with an international cohort of researchers, exchanging ideas and methodologies.

• Società Italiana Marketing (SIM) Conference 2022 | October 2022 | Salerno, Italy
  Paper Presented: "Negative Publicity: A Systematic Literature Review"
  (First author)
• 2023 American Marketing Association (AMA) Summer Academic Conference | August 2023 | San Francisco, USA
  Paper Presented: "Unveiling the Dark Side of Marketing: A Systematic Literature Review of Negative Publicity"
  (First author, alongside Professor Francesca Cabiddu and Assistant Professor Ludovica Moi)
• 29th International Conference of the Hungarian Association for the Education and Research in Marketing (EMOK) | August 2023 | Szeged, Hungary
  Paper Presented: "Controversies in Online Brand Communities: A Multifaceted Story"
  (First author, alongside Professor Francesca Cabiddu, Marie Curie Research Fellow Moreno Frau, and Assistant Professor Ludovica Moi)
• Società Italiana Marketing (SIM) Conference 2023 | October 2023 | Florence, Italy
  Paper Presented: "When Celebrity Endorsers Misbehave: How Consumers Respond to Controversial Incidents in Online Communities"
  (First author, alongside Professor Francesca Cabiddu, Marie Curie Research Fellow Moreno Frau, and Assistant Professor Ludovica Moi)
• International Marketing Trends Conference 2024 | January 2024 | Venice, Italy
  Paper Presented: "Controversies and Consumer Behavior: Lessons from Dior's Online Brand Community"
  (First author, alongside Professor Francesca Cabiddu, Marie Curie Research Fellow Moreno Frau, and Assistant Professor Ludovica Moi)

• Ph.D. Scholarship (2020)
  Awarded by the University of Cagliari to foreign candidates with foreign degrees.
• Doctor Europaeus (23 April 2024)
  Awarded by the University of Cagliari. Recognized for meeting specific European academic standards, including having supervisors from different European countries, conducting research abroad, and defending the thesis in a European language other than my native language.

• Reviewer, 2023 AMA (American Marketing Association) Summer Academic Conference